The Age of Resistance is the overarching theme of this lecture, in which we focus our energy on change and breaking through long-standing systems and beliefs. It is time for a new direction.

UNWORK discusses breaking the “Work Hard, Play Hard” pattern. More and more young people are asking why we should work our asses off when we can do things more quietly. This has major implications for our society, where the call for a more balanced life is becoming louder and louder.

PRETTY POSH is a counter-reaction to the dominance of streetwear. Instead of cargo pants, ugly sneakers and oversized blazers, we are seeing a resurgence of pure Italian elegance. This shift not only affects fashion, but also radiates to other sectors. What does this trend mean for the broader market? You will find out in Pretty Posh.

In GEN-CROSSING, traditional age barriers are being completely broken down. The division into generations is outdated, and while this sounds positive, it also raises questions. What does a world look like where everyone floats somewhere between vague age categories? How do people adapt in such a society, and how do brands respond to this new reality?